It’s time to learn from this new challenger generation, and put on the table a more evolved model of what it means to be a challenger. So what if we were to group all the different challengers from the last 10 years into the 10 most common challenger approaches they represent? What if we were to identify for each of them what, not whom, they were challenging, and how they were doing it? What if we interviewed 10 shining examples to get an insight on what it really meant to live in that narrative? What if we could unpack the media implications for each? Good idea, we thought. Let’s do it. So here it is.